For Immediate Release
August 15, 2018
Hong Kong — Today, Manulife Hong Kong launched a new campaign, called PlanSimple, to encourage millennials to start planning for their future so they can pursue their passions with confidence, now and for years to come.
Built on the previous award-winning Retirement Solutions campaign which aroused public awareness on retirement planning, PlanSimple aims to engage a younger group of audience in their mid-20s to mid-30s to start financial planning early. This tech-savvy, media-connected group accounted for 24% of the Hong Kong labour force with approximately 950,000 individuals in the first quarter of 20181 . To connect with them, Manulife launched a new infotaining PlanSimple website, where millennials can find useful tools including bitesize videos, case studies, expert views and purpose-built calculators to plan for their finance and protection.
Isabella Lau, Chief Customer Officer of Manulife Hong Kong, said, “When we are young we never stop wanting to pursue our passions. The PlanSimple campaign reminds today’s young people that the earlier they start planning their finances, the more likely they are able to live their passions. To engage them in the conversation, we are going to tell the true stories of their peers – a way that better clicks with this more socially connected generation. Millennials will find inspiring stories of Key Opinion Leaders (KOL) on how to plan things out to ensure an exciting yet stable financial future.”
At the heart of the PlanSimple campaign are the personal stories of a select line up of millennial KOLs, namely pop singer Jason Chan; champion bodybuilder and mother-of-four Lisa Cheng; Pandora Cake Shop owners and entrepreneurs Jess Leung and Kalvin Wu; and globe-trotting TV host Jarvis Chow. They will be presented in a series of videos, highlighting how financial planning has helped them navigate life’s challenges, build the future and pursue passions.
The PlanSimple campaign is rolling out with engaging online videos and other digital content. The campaign will be activated across a variety of platforms, including TV commercials, MTR advertising, and social and online media, from today to October 2018.
Advertising agency mcgarrybowen is engaged in creating Manulife’s PlanSimple campaign. Its Chief Creative Officer Jeffry Gamble said: “Millennial is certainly a target segment many marketers are seen heavily investing in. We approach them having understood the segmentations within the group and go after the persona that will be more receptive of the concept of early financial planning. Creatively, we are not telling these customers to pursue their dreams no matter what, but to pursue passions that add value to their life more confidently. Hence, we helped Manulife create a peer-influenced PlanSimple campaign.”
Jason Chan, a pop singer, is the lead KOL of Manulife’s PlanSimple campaign. He will share how he is planning for his first baby and how he balances family responsibilities and the pursuit of his passion in music. He will also appear in other campaign KOLs’ videos to introduce how they realize their passions with financial planning.
Lisa Cheng, a champion bodybuilder and a mother of four, will share why financial planning is so important to manage her family and sporting career.
Jess Leung (right) and Kalvin Wu (left), owners of Pandora Cake Shop and entrepreneurs, will share how they start up their business with strong financial planning.
Jarvis Chow, a TV entertainment and travel show host, will discuss how he manages his wealth to plan for the future while also indulging his passion for travel.
Manulife Hong Kong
Manulife Hong Kong offers a diverse range of protection and wealth products and services to individual and corporate customers via Manulife (International) Limited, Manulife Asset Management (Hong Kong) Limited and Manulife Provident Funds Trust Company Limited, which are members of the Manulife group of companies.
Manulife Financial Corporation is a leading international financial services group that helps people make their decisions easier and lives better. We operate primarily as John Hancock in the United States and Manulife elsewhere. We provide financial advice, insurance, as well as wealth and asset management solutions for individuals, groups and institutions. At the end of 2017, we had about 35,000 employees, 73,000 agents, and thousands of distribution partners, serving more than 26 million customers. As of June 30, 2018, we had over C$1.1 trillion (HK$6,662 billion) in assets under management and administration, and in the previous 12 months we made C$27.6 billion in payments to our customers. Our principal operations are in Asia, Canada and the United States where we have served customers for more than 100 years. With our global headquarters in Toronto, Canada, we trade as 'MFC' on the Toronto, New York, and the Philippine stock exchanges and under '945' in Hong Kong.